Prince Edward: Culture penetrates into the industrial chain of the company

"Be mindful and do the product first," Wang Peihuo, chairman of Taizilong Holding Group Co., Ltd., said yesterday. Shortly afterwards, the king will add a new title to himself - chief culture officer. Compared with the chief executive, the new title is even more fascinating to him.

Wang Peihuo, who started from Zhuji Xiaoshan Small Workshop and started sales, has successfully created “Prince Edward” as the first-line brand of domestic apparel in the past 10 years by inviting movie star Jiang Wen as spokesperson and sports marketing. The change in the macro situation has caused the domestic garment industry to face difficulties. Wang Pei-huo said that this is a great development opportunity for the "Prince Dragon" and that the thought and culture are the "hands" of the "Prince Edwards" to seize the opportunity.

Since the beginning of this year, more than 2,000 franchise stores around the country have been removed from the "Prince Dragon" and replaced with a new trademark symbol "TEDELON". This “rebranding” operation that broke new ground, abandoning the symbols that have followed many years, and vigorously promoting logos that are more affable and fashionable have caused shocks in the industry.

Wang Pei-huo explained that “changing the standard” is only one aspect of “Prince Edward Long” promoting brand-new culture. The concept of scientific brand development was put forward. With the idea of ​​“New Dragon Spirit” and advocating universal value, responsibility, and globalization, this concept is becoming the real profit of the group.

On June 25 this year, the CCTV Children's Channel broadcast an animation of "Dragon Veil Legends - Ancient Chinese Scientists." One of the main characters that this cartoon, which was invested by “Prince Edward”, always runs through is “The Dragon Prince”. Into the animation industry, to create a Chinese version of the "Altman" cartoon star, "Prince Edward" this diversification strategy, the real intention is not the sale of film and television copyright, but let the "Dragon Prince" image into the hearts of people .

"The series of derivative animation products developed through the cultural operation opened the product sales channels." Wang Pei-huo said that in the animation industry at the same time, launched the "Dragon Prince" brand series of children's clothing, stationery, toys and animation books.

In the field of men's wear, "Prince Edward" woven the "New Dragon Spirit" into the color, pattern and fabric of "77," a new high-end clothing brand, and combined the Chinese elements with international fashion trends. Style, gain market recognition. In April this year, "77" entered Yintai Department Store in Hangzhou, and sales continued to be the top three.

From corporate philosophy to industry-related diversification, to design proofing, garment processing, and sales channels, the goal of "Prince Edward" is to infiltrate a complete culture into the company's industrial chain, thereby enhancing corporate value.

In the area of ​​sales channels, the group introduced a four-in-one model of “products on the shelves, terminal displays, new product promotions, shopping guide training”. In order to express the "New Dragon Spirit" as a window culture, "Prince Edward" has introduced a brand new display method based on different themes, styles and moods in the franchise stores. Clothes accumulate more culture and added value.

Reporter Comments

Looking for cultural productivity

The system focuses on technology, fine management, blue ocean strategy... Various theories and management models were once popular in the corporate world. But no doubt, cultural power is the most popular topic of business today.

Let culture become a kind of productivity and become a real profit for the enterprise. For Shaoxing's enterprises, such exploration is still on the way. In the clothing industry where “channel is king”, telling the world a wonderful story and promoting its own brand is the biggest profit area. The genius of "Prince's Dragon" is not only to introduce the updated story carrier - animation into the garment industry, but also to answer culturally from the macro level of the story.

From the seemingly empty cultural concept to the design of styles, to every window, when culture is fully expressed as an element in every aspect, “Prince Edward” is also approaching the true core—corporate culture.